France's Advertising Revenue Forecast Defies Global Trends Amid Economic Uncertainty
France's advertising revenue growth remains stable at 4.9% for 2025, contrasting with global market declines, according to WPP Media.
Key Points
- • France's ad revenue growth forecast for 2025 is 4.9% and 5.4% for 2026.
- • Global ad revenue growth revised down from 7.7% to 6% for 2025.
- • US and China's forecasts were significantly downgraded, with US at +5.6% and China at +6.8% for 2025.
- • Digital advertising is projected to hold 81.7% market share this year.
A recent report by WPP Media has painted a positive outlook for France's advertising revenue, while revising downward its projections for global markets amid economic uncertainties. Published on June 10, 2025, the report reveals that France's ad revenue growth is expected to maintain a steady increase of 4.9% for 2025 and 5.4% for 2026, unaffected by the adjustments affecting other major markets.
In contrast, global advertising revenue growth is now estimated at 6% for 2025, a drop from a previous forecast of 7.7%. WPP Media's global president, Kate Scott-Dawkins, pointed to France's robust performance as a 'healthy' sign following a strong 2024, influenced significantly by investments related to upcoming events such as the Olympics.
This resilience highlights a stark difference between France and larger markets like the US and China. The US is projected to grow by only 5.6% for 2025, down from 7%, while China's forecast has been reduced to 6.8% from 10.3%. Notably, Germany's forecast is improved to 5.5%, suggesting a potential shift in advertising focus toward European markets due to protectionist policies elsewhere.
The report notes that the global retail media sector is growing rapidly, with an anticipated annual increase of 8.2% through 2030. Digital advertising is set to dominate, projected to account for 81.7% of the market this year, with creator-generated content expected to see significant growth as well.
As the advertising landscape evolves, France appears to be an outlier, showcasing stability amid broader global challenges, an encouraging sign for marketers and advertisers in the region.